...-of-mouth on consumers' perceived helpfulness. Design/methodology/approach The research model was developed based on attribution theory. A four-study approach involving two field experiments and two online experiments was employed to examine the proposed hypotheses. Findings The results show...

... in 2015, at least two-thirds of online consumers treat eWOM as the most credible advertisement form (Nielson, 2015). User-generated content Online word-of-mouth Online review Emotions Perceived helpfulness Receiver involvement Affective process words describe a category of mental processing...